Ch1-4 Ads - Becca Kang

The VW “Think Small” ad stood out to me the most while reading chapter 1. It was very simple, clear, and compositionally strong. In this ad, the relationship of negative and positive space affects the way the ad is perceived. It also adheres to the slogan very well: “think small”. The VW bug definitely looks small surrounded by all that negative space. Likewise, this ad for the “Save Water. Save Life” campaign uses negative space and mostly monotone colors to display their message. The fishbowl and fish are cropped on the left and is completely surrounded by the grey matter. The composition gives the message that a small act on each individual’s part is enough to make a difference in the entire world, for all people and animals. Saving water individually helps save water globally – and consequently, save lives. 

For chapter 2, I went with the “I Know This Stuff” campaign. I was drawn to this campaign because I personally like to be direct and straightforward person and these ads spoke to that personality character within their audience. This way, the company comes off looking professional, clear, and people respond to that type of attitude – even displayed in an ad. Similar to this, I chose the Chipotle Grill ad. The ads are usually very simple and direct. Although the ads for “I Know This Stuff” was text oriented over image, the use of image and text in the Chipotle ads are still just as effective. In this ad, Chipotle lays it out there, clear for everyone to see. Chipotle is a restaurant that stands by their food which apparently seems to have personality traits, just like Thomas Taneff, Attorney at Law.

In chapter 3, there weren’t any print ads except for the “Shrink to Fit” Levi’s campaign (the others are stills from commercials that kind of make it hard to understand on paper). I’ve always thought Levi’s ad campaigns have been pretty complex and leave me thinking. This does exactly that. I think what this ad campaign is saying overall is that Levi’s will fit you no matter your size. There is a pair of Levi’s jeans out there for you; they will shrink or expand due to your taste. Therefore, Levi’s becomes your jeans. I wanted to compare it to Levi’s most recent ad campaign. It is the “Go Forth” campaign in which people who wear Levi’s are seen as “pioneers” rising up to a revolution, bringing forth the age of working, yet fashionable men who wear their jeans to the core. Levi’s has become a revolution. I guess they are still adhering to the idea that Levi’s forms to you and your character; however, I guess I also believe it’s a little too complex of a message for jeans. But it’s working – I’m also a huge fan of Levi’s.

In chapter 4, I chose the ElfYourself.com ad to analyze. I’ve seen these used a lot and they’re always very fun. I’d also like to point out that the NBA currently runs an ad using NBA players faces in a rock band as a commercial. It’s the same concept. I believe I’ve seen this idea used by a couple other companies besides Office Max. I think that’s brilliant that an idea can be so flexible and used by so many other people. It definitely shows how original and creative the idea and execution of the plan was.